Our highly communicative human needs and digital technologies made available have completely overturned the social landscape of the highly connected world we are leaving in! Most of us possess at least two or three public accounts where we share professional & private information with friends, business contacts but also loved ones: It is striking to see how technology trends are driving businesses & marketing but the real revolution of it all is the “People centric” society we are moving into and as CMO Jonathan Becher from SAP says: “big, large, glass buildings do not buy software People do”! SAP, Oracle & IBM used to be IT centric, where you and I had to “adjust” to “their” ways of telling us what to do; now the same vendors are turning around and becoming social, a lot more social being forced to change from a hierarchical to a “wirearchical” thinking! (“Wirearchy” compliment of John Husband @jonhusband)
1. Exploding Mobile data consumption
BYOD or what I prefer to call BYO3 because there is more than one device by now (Tablet, notebook & Smartphone) are populating our business world as never before! According to Guillermo Escofer: “Mobile data consumption is to grow tenfold over the next five years” He goes on to say “Mobile phone users will, in 2016, on average consume 6.5 times more video, over 8 times as much music and social media, and nearly 10 times as much games as in 2011 according the latest forecasts from Informa Telecoms & Media”. This growth is staggering and much more is to come upon us but particularly upon our mobile phone carriers with a traffic increase from 3.89 trillion MB in 2011 to 39.75 trillion MB in 2016!2. Big Data Tsunami just started to lashing out on CXOs and Company leaders
BigData is completely changing the way we ought to perceive information. According to Dick Weisinger: “Big Data and the related data analytics market segment are expected to grow 40% over the next three years, taking 2010’s annual market size of US$3.2 billion to $16.9 billion by 2015 according IDC. Analyzing data from the past, Business Intelligence will have to adjust and adapt in order to apply a more predictive strategy thus working closely with IT, marketing, controlling & above all customers in order to analyze present trends but also foresee the future as precisely as possible. We all have heard of new companies such as Cloudera, Karmasphere or Datammer. All those business are doing much more than “Changing the world one Petabyte at a time”. According Cloudera we have now 10 times more data than 3 years ago, but “do we know 10 times more about our businesses”? This is a fair and relevant question: How do we store, process, analyze all this in-real-time-data and integrate it seamlessly in all our IT structures and transform it into a predictive analytic-tool made available to our mobile “BYODed” workforce? How are we going to make sense of all this data and synthesize it for our customer’s needs, benefit & superb before and after sales-service? Customer’s virtuous experience circle of excellency must go on right?
3. Predictive Data and what it means for the future of our companies
Big data is become the limitless marketing’s information blood-flow not only overwhelming Generation X, Echo Boomers or Millenniu ms but especially baby-boomers: a tsunami of “Velocity, Variety and Volume” completely crushing and overtaking our traditional “Old European” hierarchical IT platforms mentalities right? Companies like Apache and their Hadoop approach could increasingly
become fundamental open source platforms for many companies’ CXOs, who’d better worry about “destroying silo hierarchical” prevailing mentalities as swiftly as possible and start leveraging company crowd-sourcing talents! Time has come to seamlessly integrate Cloud, Storage, Business intelligence, Security IT, Management Software, CRM, SCRM, Operating Systems, Intranet & Extranet to what better place than the Cloud?
Bigdata forces us to replace our traditional hierarchical management approach to a more wirearchical one: thanks to Jon Husband’s (@jonhusband) fascinating term that macro-captures so well our Enterprise 2.0 trends! Furthermore Charles Zedlewsky Cloudera VP of Products reports that it is not unusual for companies to sift through 100 to 500 Terabytes of data on a daily basis! Will we be soon speaking in yottabyte, zettaby, exabyte or most likely petabyte? How do we make sense of all of this? BigData “crystallizes as Extreme Information Management Challenges” as Gartner presents it in a very interesting Cloudera webinar! Big Data comes mostly from “Enterprise Dark Data”: an amount of data which could be coined “unstructured data”, while adding partner, employees, customers, suppliers, public information, social Media and much more!
Interesting to notice what BT SecureThinking blog reports in its latest article: “BYOD — it’s now ‘when’ not ‘if’, and China’s leading the way: An incredible 92 per cent of employees in China can take advantage of BYOD, but in the UK less than a third can do this — what does China know that we don’t?” This is again where the traditional “IT Door Keeper” blocs and stops progress. Jeff Schmidt, head of security technology for BT Global Services cuts to the chase: “the security team has to be seen as the enabler not the barrier”! According to Garner, “85% of Fortune 500 organizations will be unable to exploit big data for competitive advantage & Business analytics needs will drive 70% of investments in the expansion and modernization of information infrastructure”
What are your challenges with big data and how do you see the future of dataholic marketers in the upcoming months and years?
In my next blog we will look at predictive data and the challenges and chances connected to companies